IKEA – Cook This Page

Based on the insight that a lot of people are hesitant to break from routine when it comes to cooking – finding new foods and recipes to be intimidating – IKEA decided to show people that getting creative with new foods can be ‘deliciously simple’ through The IKEA Easy Recipe series. IKEA printed recipes on cooking parchment with edible ink indicating where each ingredient should be placed, and once all ingredients were in place users only need to twist and bake for exquisite results.

Having established themselves as the world’s largest furniture retailer yearly since 2008, the move looks to diversify the brands current positioning and give IKEA greater meaning above self-build furniture.

Source: D&AD